Part 1 - Shire of Ashburton

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Shire of Ashburton Tourism Strategy January 2011 1.7 The Three Key Components of Visitor Destination Development ‐ Visitor Servicing; defined as providing visitors accurate and useable travel information either prior to arrival or once entering a particular destination. For the Shire of Ashburton, visitor servicing is effectively delivered by the Tom Price and Onslow Visitor Centres and this represents the majority of the Shire’s current and most visible investment levels in local tourism. ‐ Destination Marketing; defined as the management process through which the responsible promotion bodies/agencies and/or tourist enterprises identify their selected tourists, actual and potential, communicate with them to ascertain and influence their wishes, needs, motivations, likes and dislikes and to finally deliver tourist products to achieve optimal tourist satisfaction. For Ashburton, critical success factors for its tourism destinations will be the effective marketing of each area’s unique selling points. ‐ Product Development/Infrastructure Investment; product development relates directly to why people decide to visit and how long they spend in a destination, and even in a natural setting, remains a key component of the visitor experience. Product development can be grouped under five headings, commonly referred to as the (6As); attractions, activities, accommodation, amenities, attitudes and access. 1.8 The Four Times Rule A commonly accepted tourism planning rule is that visitors will make a point of stopping or staying in a community if there is enough on offer to keep them busy four times longer than it took them to get there. In other words, if a visitor drives 2 hours to get to a destination, is there enough to “see and do” to keep them busy for 8 hours (four times two hours) If it takes a visitor 1 day to arrive from their source of origin is there 4 days of activities and so on. Ultimately, if the aim is to encourage overnight stays in the destination then there must be enough reasons for visitors to make the drive or travel. The more a destination has to offer then the further a visitor will come and the longer they will stay. 1.9 The Value of Tourism Over the last two decades tourism has emerged as one of Australia’s most significant growth industries. Being highly labour intensive, and an industry where the employee cannot be easily replaced by a machine or a computer, the development of tourism within a community has many advantages. Local business operators are obvious direct beneficiaries from the creation of a successful tourism industry within a destination, however the dollars spent by visitors also filter through to the community at large creating additional spending and employment opportunities. The main beneficiary of well‐managed tourism development is ultimately the local communities of that visitor destination. Converting the local residents into “positive and enthusiastic ambassadors for their own region” is seen as a major priority for a successful tourism destination and considered important for the following reasons, - Creating a sense of local community pride amongst local residents so that they will utilise these local visitor based products and services, - VFR (visiting friends and relatives) of local residents will also be encouraged to visit attractions and participate in activities when accompanied by local residents, - Create a positive atmosphere that will encourage commercial tourism operators to invest in tourism infrastructure and include the Shire of Ashburton features in tour programs, - Ultimately deliver increased visitor expenditure into local businesses. 7
1.10 General Global Trends in Travel Patterns Shire of Ashburton Tourism Strategy January 2011 The following table highlights traveller trends on a global scale and is taken from Tourism Western Australia sources. PEOPLE MOVING AWAY FROM Long trips Less frequent travel Plan well in advance Established destinations City tourism Fixed schedule holidays Undifferentiated markets Man made attractions Inexperienced tourists Party holidays Low competition destinations Destinations taking whoever arrives Non branded destinations Mass marketing PEOPLE MOVING TOWARDS Short breaks More frequent travel Holiday on short notice New destinations City & regional tourism Flexible schedule holiday Specialty markets Nature based tourism More experienced Self improvement holiday Increased competition Destinations targeting Highly branded Niche marketing These general trends can be important when considering development opportunities within the tourism industry. Below; Various Images of Karijini National Park. Karijini Visitor Centre ‐ Karijini National Park Dales Gorge ‐ Karijini NP Weano Gorge ‐ Karijini NP Circular Pool ‐ Karijini NP Karijini Eco Retreat 8
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Location Amenities Tourism Destinat
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Part 1 - Shire of Ashburton

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